Ikea is plugging its lighting range with an ad that features a son helping his mother get home safely.
The storyline focuses on a son waiting up for his mother to return home from work. To make her journey easier, he illuminates her route with Ikea lighting, making a clear path.
The TV ad is part of the brand's "Wonderful everyday" strategy, created to illustrate what Ikea calls "the transformative effect light has on our everyday wellbeing".
The campaign runs across TV, cinema, social and mobile until 5 January 2017.
Ikea UK and Ireland marketing manager: Laurent Tiersen
Ikea UK and Ireland advertising manager: Kemi Anthony
Agency: Mother London
Director: Frederic Planchon
Production company: Academy
Line producer: Medb Riordan
Director of photography: Justin Brown
Editor: Sam Rice-Edwards, The Assembly Rooms
Post House: MPC
Sound House: 750mph
(This article first appeared on CampaignLive.co.uk)
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
Empathy, agility and focus are critical to help leaders guide organisations through current changes.